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Influencing Factors for the Decision to Buy Coffee at Cafe X

Year: 2025

Type: article

Abstract: This study aims to determine the variables that have a dominant influence on coffee buying decisions at Cafe X. The data used is primary data obtained by distributing questionnaires to residents or immigrants who visit Cafe X. By taking a total sample of 100 people who were tested by confirmatory factor analysis. The results of the study show that the Interior Point of Interest Display factor has the most significant influence from the proportion of variance followed by the Layout factor, then the Interior factor and finally the Exterior factor. For the most dominant Exterior indicator factor is Store Front, the most dominant Interior factor is Fixture, and the most dominant Interior Point of Interest Display Indicator factor is Wall Decoration.

Source: International Journal of Multidisciplinary Research and Growth Evaluation

DOI: 10.54660/.ijmrge.2025.6.4.634-638

Authors: Christalia Tanbunan, Desak Putu Eka Nilakusmawati, Ratna Sari Widiastuti, I Putu Eka Nila Kencana

Institution: Universitas Airlangga

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4412685038

FWCI:

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